Samsung has completed 30 years of its customer service journey in India, evolving from a small service operation in Delhi in the mid 1990s into one of the country’s largest digitally connected customer care ecosystems.
The company’s service transformation reflects India’s own technological evolution, moving from handwritten complaint registers and manual service visits to AI-powered diagnostics, predictive care and connected appliance ecosystems.
From Manual Registers to Nationwide Service Infrastructure
When Samsung opened its first service centre in India in March 1996, customer support operated entirely through physical interactions. Service requests were manually recorded in registers, while engineers travelled across cities carrying logbooks, paper slips and repair toolkits.
“Back then, customer care was deeply personal in the most literal sense. Customers often walked directly into service centres because telephones were not common in homes,” said Rajiv Gupta, Director, Service Operations, Samsung India.
By the end of 1996, Samsung had expanded to 21 service centres nationwide. In 1997, the company introduced pagers for engineers to receive customer alerts, marking an early technological upgrade in its service operations.
As India’s consumer electronics market expanded rapidly, Samsung continued to strengthen its service network. In 2003, the company launched its first in-house call centre at Nehru Place in Delhi, along with a toll-free customer support number.
Today, Samsung operates more than 3,000 service touchpoints across India, supported by over 12,500 trained engineers and 16 parts warehouses strategically located nationwide.
AI-Powered Predictive Care Ecosystem
Samsung’s customer care ecosystem now extends beyond physical service centres into AI-enabled connected care experiences. Through SmartThings-powered Home Appliances Remote Management, appliances can proactively identify performance issues and alert customers before major disruptions occur.
Customers can also access 24×7 support through toll-free helplines, WhatsApp assistance, remote diagnostics and online appointment booking services. Voice support is available in 10 Indian languages.
The company has further strengthened its digital-first support offerings through services like smartphone Pick and Drop support and its Digital Service Centre platform featuring self-help videos, troubleshooting tools and transparent pricing.
Samsung has also focused on skilling initiatives through its Dost Service programme and partnerships with 22 ITIs, training more than 14,500 service engineers across India while integrating sustainability initiatives such as responsible e-waste disposal and recycling programmes.
